MUMBAI: NDTV Imagine is slated to launch its Bollywood business and entertainment channel called Imagine Showbiz on 15 August, 2008.

Imagine Showbiz is a JV company between NDTV Imagine and Cinestar Advertising. The channel is driven by the guiding philosophy of ‘Celebrating Bollywood’. The programming of Imagine Showbiz will showcase updates and coverage of the latest happenings and will present complete features and presentations on the people, products and the business of Bollywood.

Imagine Showbiz looks to break the mould and move beyond the "scoop and scandal" visage that Bollywood has traditionally been projected with and present a whole new side to the Hindi film industry.

NDTV Imagine executive vice president revenue management and new ventures Harsh Rohatgi said, "Today more than ever, Bollywood is a part of our popular culture in every possible way, from sports to business and from brand promotion to CSR. We believe that if it is treated and presented in a meaningful and entertaining manner consistently, Bollywood-based content will definitely find appeal across audiences. Imagine Showbiz has been created with the aim to deliver unique content in an engaging manner that will not only touch the heart of every Bollywood fan but also find appeal with the film industry as well."

Cinestar Advertising’s Abhimanyu Singh and Premnath Rajagopalan added, "Imagine Showbiz will connect to audiences by providing them in-depth, unbiased, entertaining Bollywood content that goes beneath the skin of the industry and gives viewers a real insight into the world of Bollywood. It is a channel for the Hindi film lover. The pedigree of the NDTV brand and also the impact and awareness created by NDTV Imagine in such a short time, coupled with our experience in the entertainment business combines to create a unique and powerful partnership."

In addition to film and celebrity specific programming, Imagine Showbiz will present a mix of shows and interstitials.